Marketing Automation: Nurturing & Prioritizing Leads To Convert More To Revenue
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The document discusses the importance of marketing automation in enhancing operational efficiency and revenue growth by helping companies streamline marketing tasks. It highlights the changing B2B buyer landscape, emphasizing the need for effective lead nurturing and prioritization to convert leads into sales. Additionally, it outlines strategies for aligning sales and marketing efforts to improve productivity and ROI.
Marketing Automation: Nurturing & Prioritizing Leads To Convert More To Revenue
- 1. MARKETING AUTOMATION NURTURING & PRIORITIZING LEADS TO CONVERTS MORE LEADS TO REVENUE Copyright Driven Growth 2016 www.DrivenGrowth.com @DrivenGrowth 1 And other valuable ideas learned from the trenches that will take your service business to the next level.
- 2. Copyright Driven Growth 2016 2 WHAT IS MARKETING AUTOMATION? Marketing automation is the technology that allows companies to streamline, automate, and measure marketing tasks and workflows so they can increase operational efficiency and grow revenue faster. DrivenGrowth.com @DrivenGrowth
- 3. Copyright Driven Growth 2016 3 THE CHANGING B2B BUYER ØBuyers are seeking and finding more information on their own—they are in control. ØThere is an information abundance and we have to be heard through the noise. ØTo drive revenue, marketers must become more adept at identifying sales-ready leads and nurturing the remainder. ØCompanies need to interact with prospects early in the sales process, by providing relevant information in the early stages of the buying process. DrivenGrowth.com @DrivenGrowth
- 4. Copyright Driven Growth 2016 4 THE LEAKY FUNNEL ØPoorly defined customer segments ØFlawed lead qualification standards ØSlow or no follow-up from sales ØLack of process ØNo sales and marketing alignment DrivenGrowth.com @DrivenGrowth
- 5. Copyright Driven Growth 2016 5 WHAT CAN YOU DO? 1. Identify your buyer and understand the buying journey 2. Map sales and marketing practices to the buying journey 3. Use marketing automation integrated with CRM to deliver the right content to your buyer at the right time 4. Create lead scoring and nurturing programs that enable your to hand off warmer leads to sales 5. Measure and adapt based on testing DrivenGrowth.com @DrivenGrowth
- 6. Copyright Driven Growth 2016 6 INCREASE PRODUCTIVITY Use Marketing Automation to: 1. Run more campaigns without expanding the marketing team 2. Create more consistent email follow-up DrivenGrowth.com @DrivenGrowth
- 7. Copyright Driven Growth 2016 7 MORE QUALIFIED LEADS Nurtured leads experience a 23% shorter sales cycle. - Market2Lead Lead nurturing can potentially save 80% of your direct mail budget and bring a 10% or greater increase in revenue over 6-9 months. - Gartner Research DrivenGrowth.com @DrivenGrowth
- 8. INCREASE SALES EFFECTIVENESS Copyright Driven Growth 2016 8 Ø Prioritize leads based on quality and urgency Ø Let sales send leads back to marketing for further nurturing, preventing leads that just "sit" somewhere Ø Provide comprehensive lead activity history for sales DrivenGrowth.com @DrivenGrowth
- 9. LEAD SCORING Copyright Driven Growth 2016 9 With good info on lead prioritization, your staff spends more time selling and less time guessing. DrivenGrowth.com @DrivenGrowth
- 10. TURNING MARKETING INTO A REVENUE DRIVER Copyright Driven Growth 2016 10DrivenGrowth.com @DrivenGrowth
- 11. MARKETING AUTOMATION ROI Copyright Driven Growth 2016 11 According to Forrester Research, companies that excel at lead nurturing generate 50% more sales leads at 33% lower cost per lead. - DemandGen Report Marketing automation users report three times more leads passed to sales after one month. - Marketo A study by CSO Insights showed that 89% of companies that aligned sales and marketing lead generation efforts reported measurable increases as a result of continuous nurturing. Lead nurturing is essential for all businesses that wish to drive higher profits and ROI. DrivenGrowth.com @DrivenGrowth
- 12. Copyright Driven Growth 2016 12 CURRENT LEAD NURTURING STRATEGIES 1. What Is Currently In Place? 2. What Do You Want to Implement? DrivenGrowth.com @DrivenGrowth
- 13. Copyright Driven Growth 2016 13 SUMMARY • More innovation • Greater scalability • Enhanced targeting • Increase conversion • Increase marketing productivity • Improve lead nurturing • Increase sales effectiveness • More visibility into key analytics • Turn marketing into a revenue driver Source: Marketo DrivenGrowth.com @DrivenGrowth
- 14. DRIVEN GROWTH WWW.DRIVENGROWTH.COM PHONE: 1.800.216.6103 EMAIL: HELLO@DRIVENGROWTH.COM Copyright Driven Growth 2016 14